Behavior aspects of generation y consumers on the food market

This study looks at Generation Y growing up a specific community who had an influence on values, by which they are directed now, and the expectations that they have towards reality around them. Generation Y consumers exert increasing pressure on the market environment and trigger evolution of many economic sectors, including food. The goal of this article is to identify how the behavior of Generation Y influences the food market. The authors used an analysis of the subject literature and results of questionaire surveys conducted among 364 respondents. The conducted questionnaire surveys indicate criteria for selecting the place of buying of food product, which are fresh, quality and price, or in the case of purchase place – range offered. Additionally, the survey looked at whether these attitudes were related to sex, professional activity, place of residence and assessment of the respodents level of income. Statistical analysis of relations between the pairs of variables was performed using Pearson’s chi-square test of independence. Additionally, the research showed, that Generation Y consumers tend to accept innovations on the food market.